McDonald’s Optus, Toyota and Woolworths back Seven’s olympic coverage

Seven West Media has announced its broadcast partners and sponsors for the Tokyo Olympic Games 2020, running from 23 July to 8 August 2021, followed by the Paralympic Games 24 August to 5 September.

McDonald’s Optus, Toyota and Woolworths join Seven’s live and free coverage as broadcast partners, with AAMI, Harvey Norman and HP joining as broadcast sponsors.

Local state sponsors include People’s Choice Credit Union and LiveLighter. A number of additional large sponsors have been signed but cannot be named at this stage, according to a release from Seven.

Ad sales for the Tokyo Olympics have also surpassed that of the Rio 2016 Olympic Games according to Seven West Media chief revenue officer and director of olympics, Kurt Burnette.

Kurt Burnette at the 100 days event

“We are particularly thrilled at the number of new and returning brands that have flocked to the event, recognising the significance and power of this unique moment in time.

“Tokyo 2020 will bring Australia together in huge numbers. With an Australian-friendly time zone, it will be prime time all the time on Seven, with high-impact and high-demand inventory active across the 17 days of the Olympics and 16 days later for the Paralympics Games.”

Seven will be implementing interactive ad formats for brands throughout Tokyo 2020 and beyond via its audience insights division 7REDiQ and Enhanced Audience and Viewer Experience, to make “advertising more personal, valuable and enjoyable, and produce more effective results for advertisers”.

“7ACT allows brands to insert dynamic QR codes into video assets and create unique, customised experiences that drive action,” Burnette added.

Seven will also be providing sponsors and advertisers with total audience delivery reporting on broadcast and digital elements of their campaigns. Tokyo 2020 is also the first Olympics set to be reported on by OzTam’s VOZ.


The games organisers recently confirmed that there will be no audiences at the games. A Seven spokesperson told Mumbrella:  “Even without crowds, there’s so much at stake in every Olympic event. The athletes have waited at least four years – five years this time around – for their big moment, so the excitement, tension, emotion and drama will be unmistakable no matter what.”

Seven has learnt about broadcasting from venues with no crowds or restricted numbers over the past year, during the 2020 season of the AFL for example – which continued without live crowds last year but continued to draw television audiences.

Ahead of Tokyo 2020, Seven launched a $1 million in media contest to find the best ad shown during the event as voted by the public.

Seven’s coverage of the Olympic Games Tokyo 2020 will include 45 dedicated Olympics channels across Channel Seven, 7Mate and 7Plus, all free and in HD.


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